The full agenda includes many more workshops and presentations geared toward the emerging automotive tech and auto finance spaces.

Traditional advertising overlooked?

Going back to the MK&A project, the firm found in prior research this year that many dealers have cut certain digital ad partners or brought some spending back to traditional advertising — or both.

“While many industry observers predict that digital market spend will continue to increase, MK&A questions if traditional advertising mediums are being overlooked as a result of digital marketing hype,” the company said in a news release.

Franchised dealers are invited to participate in the study, which includes a 10-minute online survey. Participating dealers receive a $25 gift card and an MK&A analysis on the results of the study. MK&A will invite certain respondents to be part of a follow-up phone interview.